Attention Guys Worldwide, AXE Wants You To "Find Your Magic" And Own It

With John Legend in tow, AXE has relaunched their brand with a whole new stance: embracing individuality instead of force-fed ideas of masculinity.

If there's anything that the year 2015 proved, it's that as humankind, our day-to-day societal norms as we know them are bound to change. AXE took note of this early and decided to rebrand their company with this open-mindedness in tow.

“Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” said Matthew McCarthy, Senior Director, AXE & Men’s Grooming for Unilever. “We’ve been part of guys’ lives for decades, and AXE champions real guys and the unique traits that make them attractive to the world around them.”

This valid realization prompted the mens-focused brand to push their "Find Your Magic" campaign, with hopes that all men will embrace the quirks that make them special and beautiful in their own eyes.